Snapchat was launched in 2011. It’s an image and video messaging app. Today, the platform has around 314.6 million users globally. A major percentage of these users are the Gen Zs and millennials. So, it focuses on innovations for digital marketing. Last 27 August 2019, it launched the Lens Studio 2.1. Such a tool makes it easier for users to create and share AR templates. Then, it released the dynamic ads feature. It allows the creation of mobile ads. Today, Snapchat adds local lenses to its AR tools.
Local Lenses is an expanded Landmarker tool of Snapchat. It enables lenses that interact with famous landmarks in the world. Initially, local lenses are now live in the Carnaby Street of London. A map of the entire street can now be added as an AR overlay to images and videos. This creates a new digital experience using real-world locations. Snapchat is positive on expanding local lenses to other famous world markers in the coming months.
Snapchat adds local lenses to its AR tools on 12 October 2020.
Implications for Marketers:
Snapchat’s local lenses is a new and unique option to use real-world location in AR creation. As such, it can be a new opportunity to advertise. With its special highlight into AR, marketers can aim to target the GenZs and millennials. Snap Ads are a great way to increase conversion. While leveling up a brand’s story, using local lenses can increase discovery and engagement. If a brand relates to a younger demographic, Snapchat is the best social media platform.